Tablet penetration set to double

By By Wenlei Ma | 4 September 2012

Adoption of tablet devices grew 188% year-on-year in the first half of 2012, with penetration rates slated to double in 2013, according to Telsyte.

The Telsyte Australian Media Tablet Study 2012 Half Year Update found the current take-up of tablets sits at 15% but will increase to 30% in 2013. The firm also predicted there will be 2.37 million units sold by the end of calender year 2012.

By 2016, more than half the Australian population has been forecast to own a tablet device, similar to current smartphone ownership figures. Most studies place the current smartphone adoption rate at around 50%.

Apple maintained the lead in market share while Telsyte predicted the company will command around three quarters of share for at least the next 12 months.

Telsyte said the increased penetration rate can be attributed to price competition, global litigation and growing mainstream user adoption.

Telsyte research director Foad Fadahi said: “Media tablets are a rapidly growing opportunity for vendors and media organisations. Within four years half the population will be relying on such a device for a lot of their computing needs, covering education, entertainment, productivity and other applications.”

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